Meghan Markle's new rosé faces slower sales despite birthday launch buzz

Meghan Markle's latest release from her lifestyle brand, As Ever, appears to be off to a more tempered start than its predecessor. 

The 2024 vintage of her Napa Valley rosé launched on August 5, but unlike last year's 2023 vintage, which sold out in under an hour, this new release remains available for purchase on the brand's website hours after going live.

The new rosé maintains the same pricing as the previous edition: £22 per bottle, available in sets of three, six, or twelve, with bundles priced at £66, £116, and £218 respectively.

Ahead of the launch, Meghan posted a celebratory video to Instagram uncorking the first bottle labeled #1, captioned: “Here we go! First bottle off the line! Toasting to a beautiful day: Our Napa rosé is live @aseverofficial.” 

However, fans and observers were quick to notice the contrast in sales velocity compared to the previous batch. 

Comments across social media platforms pointed out the product had not yet sold out, with one user writing: “Meghan Markle has again shot herself in the foot. Her wine has yet to sell out.” 

Another commented on X: “Many hours later, none of Meghan Markle’s wine has sold out!”

In response to the chatter, As Ever shared a short video showing the wine being poured into a branded glass with the caption: “We made so much more this round, and yet it's still going fast! Don’t miss out.”

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